GUT, DM9, AlmapBBDO and David stand out for their boldness in creating strategies that promise to shape the future of Brazilian advertising
Developing a bold campaign can be a risk for some, but for others it serves as motivation to continue creating. This is how it is at GUT, DM9, AlmapBBDO and David, agencies that stand out for creating bold campaigns, capable of shaping the future of advertising.
These are strategies that challenge limits and encourage a culture of innovation, a fundamental element for transforming ideas into impactful actions for brands such as Mercado Livre, iFood, O Boticário and Burger King, among other companies that are not afraid to be bold.
Boldness
GUT adopts a unique approach to its campaigns, always guided by courage. “From the beginning, we have attracted customers for the right reason, which is to create courageous creativity, creativity that gives butterflies in the stomach”, says Bruno Brux, CCO at GUT.
This philosophy, according to him, goes beyond mere controversy or excessive boldness. “Courage is not about madness, about doing crazy, controversial or causing things, but it can also be that. I think doing crazy things is one of the faces of courage”, he adds. Examples can be seen in the Spaten and Mercado Livre campaigns which, although using different approaches, materialize courage in different ways.
At ‘Spaten Fight Night’, an event created by GUT and broadcast by Rede Globo, “it would be much easier for us to enter the fight territory by sponsoring an event like the UFC. But the courageous choice was to launch our own event”, comments Brux.
Created for Mercado Livre, the ‘Constitution’ campaign came at a tense moment in Brazilian politics, after the anti-democratic attacks in Brasília on January 8, 2023. “Mercado Livre used its platform to democratize access to the Federal Constitution , offering it with a 99% discount. This symbolic action reinforced the commitment to democracy and was widely recognized, with international prominence at the Cannes Festival, where it won five awards”, recalls Iuri Maia, director of brand strategy at Mercado Livre.
“Imagine the courage you need to have to put your hand on this hornet’s nest? The next day, 12 hours after the invasion of Congress, in Brasília, we took the campaign to the streets”, adds Brux.
DM9 collects recent projects. Among them are the campaigns with Bia for iFood, ‘iFood Audience Delivery’, ‘Clean Sponsorship’ for Consul, ‘Ilha Whopper’ for Burger King and the Pink October action with Sandy for Dasa.
The film with Beatriz Reis caught the internet’s attention because the ex-BBB didn’t say anything in it. “We produced a commercial with the participant in silence, while receiving an iFood, taking advantage of the fact that social media users commented a lot about her. We were able to produce and approve the material in record time to air, while this conversation was still active. We are always attentive and ready to take advantage of opportunities that can generate a positive impact among people, taking the risks of a disruptive campaign that generates awareness”, explains Mairá Mendonça, head of marketing at iFood.
When the participant was eliminated, on April 11, 2024, the commercial was ready to air in the program’s finale, the following Tuesday. For AlmapBBDO, courage encompasses a set of factors, including trust between agency and client. “I believe that the fundamental thing is to have the ability to go beyond the obvious, to do things differently, to forget or ignore formulas and metrics, knowing that this always represents a risk, of course. Courage takes us to another scenario, where nothing is guaranteed. But it is also capable of reaching unprecedented levels”, says Marco Giannelli, known as Pernil, CCO at AlmapBBDO.
Read the full article in the issue of propmark from November 4, 2024
